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Gerald Stevens review on hold

Published on November 24, 1999.

Internet florist Gerald Stevens, Vero Beach, Fla., formally put its estimated $20 million review on hold. Stevens sent letters to pitching agencies, introducing new Chief Marketing Officer Eleanor Callison, who came from Hallmark Cards. Those competing to be Stevens' first agency included Bartle Bogle Hegarty, DiNoto Lee and Grey Advertising, all New York; GSD&M, Austin, Texas; and undisclosed others. Agencies were initially told spending could go as high as $60 million during the next several years.